Whether it’s organizing an early-morning rave party to promote McDonald’s new Triple Breakfast Stack, or a fashion show to publicize Warner Bros.’ “Crazy Rich Asians,” Los Angeles–based IW Group has made its name in helping bridge the gap between Asian communities and corporate brands with standout brand experiences. 

Since its beginnings in the 1990s, the 60-strong agency has expanded from PR to advertising, integrated and experiential marketing and is now gaining traction in digital and influencer marketing—for example, using Asian influencers to introduce the idea of bacon on a Big Mac.

One of its most significant pieces of work has been a year-long campaign to promote the movie “Crazy Rich Asians.” This included arranging for actress Michelle Yeoh to serve as grand marshal of the 2018 San Francisco Chinese New Year Parade, as well as creating and hosting “The Crazy Rich Asians” Fashion Show, leveraging influencers to share the event experience on social media. 

Other campaigns have included creating the first-ever projection-mapping show truck for Jack Daniels at L.A. Pride. The project used facial capture technology to incorporate festival-goers’ faces into the show.